Media: Web barons Slashdot.org

What is it? 'News for nerds. Stuff that matters.'

Circulation: 80 million page impressions per month

Frequency: Updated daily

Who are the web barons?

Rob 'CmdrTaco' Malda created the site in 1997 to allow users to post, interview and comment on current stories. He is helped by Jeff 'Hemos' Bates.

- What is the tone?

Slashdot was named purely to confuse people. Try saying http://slashdot.org out loud. The tone is informal to match those in charge of the site. Slashdot has three million hits every weekday and a link from it is like gold dust.

- Approachability

Cold-calling emails will not be read. Instead use the standard submission form on the site. 'Be aware that your product or service might not be as interesting to us as it is to you, and we are unlikely to post press releases on the main page,' says CmdrTaco. Interviews with technology leaders and links are a good way to get involved with the geek uprising.

PR friendly score 6/10.

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